The Cultural Dimension of Doing Business in Latin America
There is no doubt that doing business with another country is a challenge, and when there are cultural differences as well, it can seem formidable. Although different Latin American countries have certain similarities, there are also some profound cultural differences, some of which are comforting to USA and UK exporters. Since all aspects of consumer behavior are culture bound, there is an increased need to identify and integrate this interaction and its’ impact on global advertising and marketing. Geert Hofstede’s work can be used to explain the differences between countries and act as a guide in increasing global efficiency in marketing. Geert Hofstede summarises cultural comparisons very elegantly and is quoted below (www.geert-hofstede.com).

Across all Latin American markets there are profound cultural similarities that in turn pertain to business operations with US and UK enterprises. High Uncertainty Avoidance and often Low Individualism prevail (see below for definitions of these terms). Based on studies and data, the large majority of predominantly Catholic countries (those with Uncertainty Avoidance as their highest ranking Dimension) have a low tolerance for ambiguity. The combination of Catholicism and the cultural dimensions shown in the Hofstede Graph on his website reinforce a philosophy predicated in the belief that there is an absolute Truth.” As Geert Hofstede explains about peoples with a high Uncertainty Avoidance Index, their attitude is, There can only be one Truth and we have it.” This creates a highly rule-oriented society that institutes laws, rules, regulations, and controls in order to reduce the amount of uncertainty within the population.

USA: There are only seven countries in the Geert Hofstede research that have Individualism (IDV) as their highest Dimension: USA (91), Australia (90), United Kingdom (89), Netherlands and Canada (80), and Italy (76).

The high IDV ranking for the United States indicates a society with a more individualistic attitude and relatively loose bonds with others. The populace is more self-reliant and looks out for themselves and their close family members. The next highest Hofstede Dimension is Masculinity (MAS) with a ranking of 62, compared with a world average of 50. This indicates the country experiences a higher degree of gender differentiation of roles. The male dominates a significant portion of the society and power structure. This situation generates a female population that becomes more assertive and competitive, with women shifting toward the male role model and away from their female role. (World averages shown above for comparative purposes with USA are: Power Distance Index [PDI] 55 – IDV 43 – MAS 50 – Uncertainty Avoidance Index [UAI] 64 – Long-Term Orientation [LTO] 45).

The United States was included in the group of countries that had the Long Term Orientation (LTO) Dimension added. The LTO is the lowest Dimension for the US at 29, compared to the world average of 45. This low LTO ranking is indicative of society’s belief in meeting its obligations and tends to reflect an appreciation for cultural traditions. The next lowest ranking Dimension for the United States is Power Distance Index (PDI) at 40, compared to the global average of 55. This is indicative of a greater equality between societal levels, including government, organizations, and even within families. This orientation reinforces a cooperative interaction across power levels and creates a more stable cultural environment. The last Geert Hofstede Dimension for the US is Uncertainty Avoidance (UAI), with a ranking of 46, compared to the world average of 64. A low ranking in the Uncertainty Avoidance Dimension is indicative of a society that has fewer rules and does not attempt to control all outcomes and results. It also has a greater level of tolerance for a variety of ideas, thoughts, and beliefs.

UK: Is virtually a carbon copy of USA!

We now take a look at a selected number of Latin American countries according to Geert Hofstede’s Dimensions : Argentina, Brazil, Chile, Colombia, El Salvador, Guatemala, Mexico, Peru, Uruguay.

One striking difference between the Latin American countries examined and the US and the UK is the high Uncertainty Avoidance Index (UAI) ranking: